A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n
Beyond Market Research –
A New Look At Defining The Insights Sector
IIeX 2014
Harry Henry
VP & Lead Analyst
June, 2014
Atlanta, GA
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Agenda
The Information Industry
Traditional Market Research
An Expanded View
The Drivers
Good enough
An Ocean of Data
Controlling the Purse Strings
Where Researchers Fit
Asking Why
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Outsell Overview: The Information Industry &
Market Research
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Industry Ecosystem & Segments
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc. 4
$721
Billion
Total
Market
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
2014 Trends that Matter
Data and technology
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Traditional Market Research
part of the total picture
Traditional MR at $27 billion and growing at 3-4%
Total market at $50 billion with non-MR growing at 8%
IT Research
Traditional reports & services
Social Media analytics
Web analytics
Consulting firms
Communities/Panels/Software
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Key Marketing “Big” Data Drivers
Growing ocean of data & web exhaust
Sales lead funnel approach is dead - all about web
traffic.
Advertising moving from segmentation and broadcast to
interests and activity.
Companies direct to customer fueling the need for more
data.
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
What Is Big Data – One Definition
“The world’s new natural resource”
– IBM
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Sharing & Data Exhaust
Data enhanced in real time across interactions
Cookies
IP address
Phone
Name
Social Security #
Credit cards
Give and get back!
E-commerce
Social media
•Pictures, location
•Relationship
•Opinions
Credit cards
• Purchasing habits
•Food, health
Social Security
•Income, debt, assets
Mobile devices
•Location
Media
•Taste actors, genre
•Personalized news
experience
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
A Big Data Marketing Example
How marketers have embraced big data
Marketers don’t have to wait for us to respond to an offer.
They track activity and provide targeted ads and content
In the US alone —
11
7 Billion:
Daily
Text Messages
4 Billion:
Daily
Phone Calls
1.4 Billion:
Daily Real-Time Verification Queries
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
The Purse Strings
12
2014
2013
-2.0%
-3.0%
Digital
9.7%
11.5%
In-Person Events
2.3%
1.9%
TV, Radio, and Movies
2.9%
3.0%
Outdoor, PR & Other
0.9%
-2.1%
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
With Just One Identifier…
Mobile
Phone
Online
Cookie
Landline
Home Address
Address
TV
13A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Source: IBM and Oxford University survey
Placeholder -- Big Data Sources
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
example - Autos and Big Data
Every car registered in every household forever
Activity and traffic feeding marketing models
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
